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How to tune into Sport NationBroncos CEO defends divisive new logo
Sam Kosack • November 26th, 2025 8:13 pm
Brisbane Broncos CEO Dave Donaghy has revealed what inspired the 18-month design process for their new logo which has divided fans on social media.
The Broncos today unveiled their new logo, which featured a more minimalist Bronco, replacing their logo which had been used since 2007.
Donaghy revealed the new logo was introduced to adapt with the digital needs of modern audiences, and reflect Brisbane’s growing international profile as the 2032 Olympics approach.
“We hope in time (the new logo) will become just as iconic as the previous iteration, if not more so,” Donaghy told SEN 1170 Drive.
“It's been 18 months and we've spent a lot of time with the founding fathers of the club, previous CEOs and members, fans, sponsors, players, staff.
“The previous logo was designed and developed before the iPhone so when you think about how people engage and interact with your content, especially younger fans.
“Things evolve and things move, and what we feel with this iteration is, the new logo bringing us into a new era will give us a lot of opportunity, a lot of flexibility to really have a bit of fun and play around with it and really engage on a deeper level with our younger fans who over time will be the future of the club.
“Brisbane itself, the city's on fire and… Brisbane's on a real run and over the next decade, you've got the Olympics coming up, and there's more people moving here than anywhere else in Australia.
“There's huge upside for our great city here, so we're really proud to be based here. We're really proud that this is our home.
“We played a game in Vegas last year, we've got the World Cup Challenge next year at a sell-out stadium in Hull, and who knows where else that might take us.
“I don't think there'll be any ambiguity around where we come from. I think everyone will be pretty clear that we are Brisbane's team, and we're very proud to represent our city.”
The new logo has divided fans, even prompting one fan to start a petition to bring back the previous logo.
Club legend, and part owner of the London Broncos, Darren Lockyer also weighed in on the logo.
“American sport do things really well," Lockyer told WWOS.
“A lot of countries, particularly Australia, look to the UK or to America to see what those sporting franchises are doing. It's got a little bit of that in it.
“You'll notice the Broncos have been diluted a little bit ... We'll still be known as (the Broncos), but Brisbane is a bit more of a focus.”
